http://ecopreneurist.com/2008/07/15/le-mailing-vert-the-french-green-version-of-direct-marketing/ Green & Sustainable Business Ventures: For Entrepreneurs & Investors Tue, 22 May 2012 15:40:57 +0000 hourly 1 http://wordpress.org/?v=3.3.2 http://ecopreneurist.com/2008/07/15/le-mailing-vert-the-french-green-version-of-direct-marketing/comment-page-1/#comment-6668 Greening Print Marketing: Four “Green” Characteristics of Digital Printing : The Inspired Economist Tue, 09 Sep 2008 23:17:19 +0000 http://ecopreneurist.com/?p=499#comment-6668 [...] Le Mailing Vert: The French Green Version of Direct Marketing [...] [...] Le Mailing Vert: The French Green Version of Direct Marketing [...]

]]> http://ecopreneurist.com/2008/07/15/le-mailing-vert-the-french-green-version-of-direct-marketing/comment-page-1/#comment-4280 Jennifer Kaplan Thu, 17 Jul 2008 14:04:52 +0000 http://ecopreneurist.com/?p=499#comment-4280 This is a wonderful development, especially since it seems clear that direct mail agencies have significant potential for making an impact on the environment by implementing external initiatives—that is, by steering their clients toward green practices. I know of one DM agency that decided to put a green program in place last year. In addition to establishing a few straightforward, easy-to-implement initiatives for their own offices, they developed a “green pricing” quote system for print projects, offering their clients the option of using of soy inks, 30% to 100% PCW recycled paper, and FSC-certified printers for every job. They also pledged to keep their clients informed about green processes, such as the Sustainable Forestry Initiative. Green initiatives in the DM industry clearly represent an opportunity to move the dial by promoting green practices throughout a vast array of industries. This is a wonderful development, especially since it seems clear that direct mail agencies have significant potential for making an impact on the environment by implementing external initiatives—that is, by steering their clients toward green practices. I know of one DM agency that decided to put a green program in place last year. In addition to establishing a few straightforward, easy-to-implement initiatives for their own offices, they developed a “green pricing” quote system for print projects, offering their clients the option of using of soy inks, 30% to 100% PCW recycled paper, and FSC-certified printers for every job. They also pledged to keep their clients informed about green processes, such as the Sustainable Forestry Initiative. Green initiatives in the DM industry clearly represent an opportunity to move the dial by promoting green practices throughout a vast array of industries.

]]> http://ecopreneurist.com/2008/07/15/le-mailing-vert-the-french-green-version-of-direct-marketing/comment-page-1/#comment-4231 Heidi Tolliver-Nigro Wed, 16 Jul 2008 17:33:25 +0000 http://ecopreneurist.com/?p=499#comment-4231 I'm surprised how rarely 1:1 (personalized) printing enters the "green" direct mail discussion. This is essentially personalizing direct mail the same way that Amazon personalizes the user experience for each customer, addressing the person by name and providing personalized recommendations based on past purchase history. Increasingly, direct mail is being produced using the same principles. What makes it "green" is that far fewer pieces are mailed (although to greater effectiveness), the volume of pages being mailed is much lower (since marketers are sending only information relevant to the recipient rather than large, undifferentiated packets), and the process uses digital printing technology, which tends to be more green than traditional offset. This results in large savings in paper, envelopes, chemicals, postage, fuel (from mail delivery), and more. For a primer on the basics of 1:1 (personalized) printing, check out www.digitalprintingreports.com. I’m surprised how rarely 1:1 (personalized) printing enters the “green” direct mail discussion. This is essentially personalizing direct mail the same way that Amazon personalizes the user experience for each customer, addressing the person by name and providing personalized recommendations based on past purchase history. Increasingly, direct mail is being produced using the same principles. What makes it “green” is that far fewer pieces are mailed (although to greater effectiveness), the volume of pages being mailed is much lower (since marketers are sending only information relevant to the recipient rather than large, undifferentiated packets), and the process uses digital printing technology, which tends to be more green than traditional offset. This results in large savings in paper, envelopes, chemicals, postage, fuel (from mail delivery), and more. For a primer on the basics of 1:1 (personalized) printing, check out http://www.digitalprintingreports.com.

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